Justine Roberts, the chief executive of Mumsnet, said: "It’s been fascinating over the last few years to see how positive Mumsnet users have become about Lidl.

"Our experience is that deep, long-term and smart brand engagement with our audience can have a really significant effect on attitudes and sentiment.

"We’re looking forward to creating useful, shareable content that will shake up the weekly trolley-dash."

The partnership launches this week with three videos showing Mumsnet bloggers sharing their Lidl shopping experiences and meal planners for their weekly shops.

Arnd Pickhardt, the advertising and marketing director at Lidl UK, said: "We are the supermarket that is on mums’ side, helping them to save huge sums with their weekly shop whilst still bringing home quality food for their families.

"We hope that this new partnership will give even more families the tools they need to become smarter shoppers."